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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 22, January-June 2016


Mónica Matellanes Lazo Universidad Europea Miguel de Cervantes (mmatellanes@uemc.es)
Title Valuation of street marketing actions in Spain Summary Every day, consumers are subjected under a big saturation of advertising messages, for that it is necessary to create a special attention, to surprise and to produce new exciting through new channels to involve public with the brand and to get an unforgettable experience. The objective of this research is make aware society the importance of doing no conventional acts of publicity which are more efficient. As methodology, a quantitative research developed, specifically, it is used the self-administered questionnaire survey and the application of a neuromarketing study to know the rank of knowledge of these actions between targets. It is used a short qualitative interview to some experts of the area also. Some of the most relevant foundings are: valuation of proximity, music and spreading through networks of street. Keywords Street marketing, advertising, interaction, communication, message.


doi: https://doi.org/10.31921/doxacom.n22a2


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